The Effects of Co-Creation and Satisfaction on Subjective Well-Being

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Co-creation is centered on the idea of the consumer as a creator of value, interacting with a company to "co-create" value. As the concept of co-creation gains popularity among many industries, it is receiving increased attention from researchers. Although many topics are being researched with this new topic, one of the essential missing links is what outcomes can be expected from participation in co-creation. By identifying the relationship between co-creation, satisfaction, and subjective well-being, service providers can change strategies and implement a platform for creating unique experiences, allowing tourists to become more physically and emotionally engaged. An online survey using panel data from a commercial firm was used to gather 561 completed questionnaires. Co-creation, satisfaction, level of involvement, and subjective well-being were measured using different scales which have been adapted from previous works which are discussed in the literature review. The analysis consisted of several steps including a profile of respondents based on descriptive statistics, a simple correlation analysis of all the summated variables, and simple correctional analyses which looked at the relationships between co-creation and satisfaction, co-creation and subjective well-being, and satisfaction and subjective well-being.This study contributed to the growing body of knowledge in understanding the perceived value of tourism experiences by establishing a theory based empirical link between co-creation and subjective well-being via satisfaction. This aspect of tourism experiences had not yet before been empirically demonstrated.